Will Your Better Dental Patients “Elect” You?

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Patient Attraction Episode 1224

– I’m Colin Receveur.

– Thanks for watching the Patient Attraction Podcast™.

– Last year, dental industry pundits identified growth in elective procedures as one of 2018’s opportunities.

– Since the federal government has passed tax reform, higher-income prospects will have even more money to pay for elective dental procedures.

– A significant number of teeth whitening treatments, veneers, implants, and full-mouth reconstructions can do wonders for a practice’s bottom line.

– But first, you have to get those cases.

– However, the other practices in your market will also be trying to attract those prospects.

– What will you do differently in your marketing approach?

– For most dentists, the first thought is to offer a lower price.

– Of course, it’s almost certain that 1 or more practices will undercut your price, which puts you and them into a price war.

– You can bleed away a lot of profit by trying to be the discount dentist.

– But that’s not the only problem with that strategy.

– As a dentist, you likely have a lot more discretionary income than the average person.

– When you go on vacation, are you looking for discount hotels?

– Probably not, because you’re more focused on comfort and amenities.

– You’re interested in having a great experience while you’re on vacation.

– Now, all things being equal, if 2 hotels in the same area offer comparable amenities, you might go for the cheaper one.

– But that’s a secondary consideration.

– Your better prospects with discretionary income aren’t clipping coupons.

– They’re looking for a superior experience.

– A superior outcome is expected regardless of which dentist they choose.

– So, forget price as a motivator.

– You’ll just shoot yourself in the foot.

– Your marketing needs to take a broader approach that makes you the only logical choice for prospects with money to spend.

– To accomplish that, you need to invest heavily in reworking your online presence.

– Too many dentists talk about themselves, their training, and their publications.

– Few prospects understand the difference among postdoctoral training programs.

– Practically none of them will read your papers.

– They really don’t care about you.

– They care about what you can do for them and how you’ll treat them during their experiences in your practice.

– So, you’ll probably have to rework your website copy and your social media to emphasize the benefits of choosing you and your staff.

– The same goes for your email marketing newsletter if you have one, and even your postcard campaigns.

– That’s a time-intensive prospect, and it requires a different mindset to write all that copy to put the patient first.

– Not all dental practices have the bandwidth to handle that huge amount of writing.

– So this is something you might want to outsource.

– Just make sure you choose a provider with a proven track record of attracting better patients.

– That way, you can reposition your practice to attract prospects with the ability and willingness to pay more for the right dentist … while you continue to focus on making money.

– SmartBox works with dentists on 3 continents to help them succeed on their own terms.

– We provide a steady stream of more and better new patients so our doctors can focus on doing the dentistry.

– Discover what our Patient Attraction System® can do for your practice.

Visit smartboxdental.com and reserve your no-cost, no-obligation Practice Discovery Session™.

– After the session, you’ll receive your free Patient Attraction Roadmap™ as well.

– There’s money to be made on elective cases, and if you’re not properly positioned, someone else will be making it.

– Join me for our next podcast.

– Until then, keep moving forward.